Feeling ‘Worn’ Out By The Same Ad? Here’s How To Fight Against Redundant Remarketing

Young blonde woman wearing denim jacket over isolated background with hand on head for pain in head because stress. Suffering migraine. (Beautiful young blonde woman wearing denim jacket over isolated background with hand on head for pain in

If you ever saw an ad about a product or online shop you visited the previous day, you should raise your hand to yourself as you scroll through your phone reading this before going to bed (don’t let Alberta’s summer mosquito’s bite). Online Advertisers know this all too well, but for the uninitiated, this is what we call “remarketing”: a wonderful tool that let us show custom ads to users who’ve recently been to a website or viewed specific content. Remarketing reminds people by saying “Hey, that product you were looking for is still in stock—and look, there’s a sale for it now!” and it’s a practice that appeals to many of our clients (and rightfully so!).

Recent experiments here at Strathcom show this strategy works—and works well! Multiple Facebook accounts we operate with had great results when remarketing campaigns were layered into the mix of a holistic strategy, compared to solely targeting a broader audience with a one-size-fits-all approach.

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Cross-Device Remarketing, Finally!

Advertising has come a long way since the days of Madison Avenue executives, in their glass towers coming up with the next great marketing campaign.
madmen
We are able to target people based on age, gender, location, interest, if they are in the market to buy your product, and so much more. Remarketing (showing ads to someone that has previously visited your site but has not converted) is one of the coolest targeting methods, but for a long time there has been something us advertisers have been waiting for… cross-device retargeting.
Cross-device remarketing has been on our wish-list since 2013, and it’s crazy to think it has taken this long for Google to enable it.

Why is cross-device remarketing important?

To try and put this in perspective, let me ask you a question. How many devices do you use a day? 2… 3…? I personally use 5:
• Work Laptop
• Home Laptop
• Mobile Phone
• Tablet
• Apple TV

And according to Google, this is standard for the average person.

Up until now, if you wanted to remarket to someone like me, you had to do it separately for mobile and for desktop, which makes it tougher to keep your story consistent; and because most online conversions start on one device and end on another (60%), telling a single story, with consistent and linear branding to your audience, is essential. This is now possible with cross-device remarketing, where – in an advertising sense – you are able to view someone as a single person, instead of Person A on mobile an Person A on desktop.

This also give us greater control with how often those potential customers see your message, as we can cap the frequency your ads are shown overall to that person, instead of separately on mobile and desktop, which had the possibility to show your ads too often.
A user has to be signed into their Google account for this to work, but considering Google now has over 1 billion monthly active users, that is a big pool for you to pull from.

Want to start cross-device remarketing or have questions? Feel free to reach out to info@strathcom.com.

Turn Even More Website Visitors into Leads

Advertisers love the ability to follow around potential customers with remarketing ads because it’s a great reminder to customers of their ever growing list of wants, as the advertiser patiently waits until your will power is at its lowest and for you to finally return and make your next purchase. You may even be running these images ads for your own dealership.

Today, this is how most people search for new vehicles.

Now, what if I told you that you could have this same stalking ability but get your business in front of audience that is actively shopping for your products a second time? No more passive approach to remarketing, patiently waiting until a user is ready to continue down the purchase path. You can skip the waiting and now entice previous website visitors when they’re actively on the hunt again. How can this be? Well…

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Dynamic Remarketing 101

 Is it fair to expect to convert visitors on their first visit to a website? According to Hub Spot, approximately 96% of visitors that come to a website are not ready to buy….yet[i]. For the casual browser who is looking for more information, offering the visitor relevant information to keep them on your webpage for longer could mean the difference between a conversion and a bounce.

Today, this is how most people search for new vehicles.

That being said, we all know that a certain percentage of bounce  is inevitable for any website out there, particularly when we are dealing with an extremely competitive landscape such as automotive marketing.

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5 Ways Digital Ads Trump Traditional

Digital Marketing written on a chalkboard

Traditional advertising vs. online advertising—two well-established formats fighting to promote your business.

In one ear you hear whispers from the old-school ad executive: “Radio, TV, and print are trusted, established, and proven ways to spend your advertising dollars.”

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Why You Should be Remarketing Right Now in the Automotive Industry

It’s time to demystify remarketing advertising. It’s not magic. Nor is it some new form of alchemy to spawn gold from a few base elements. But it can still spellbind customers who would have otherwise left your website to go onto other exploits.

What is Remarketing?

Remarketing, also known as retargeting, lets you send display ads to users who have visited your website and then left to browse the web. Through remarketing you can develop a personalized campaign that delivers display ads to people who have shown a particular interest on your website. For example, say you own a car dealership and a user is searching your website for a 2013 Nissan Sentra. If they decided to leave your website and browse the web, the same Sentra that they were viewing in your inventory could be delivered in the form of a display ad on another web page. This encourages them to return to your website and make the next step in the purchase process. Now doesn’t vehicle remarketing sound awesome?

Is Remarketing Right for You?

The answer is almost always yes! Remarketing is a great way to shift some of your print advertising budget to the online arena. You could compare it to cold calling a customer versus contacting someone who has recently inquired about one of your services. Users who have already visited your website and shown an interest in your products will be much more open to an advertisement inviting them to return. Statistics show that 95% of customers are likely to leave a site without making a transaction. Statistics also show that users who are the subject of remarketing or retargeting are 70% more likely to complete a purchase.

How Does Remarketing Work?

To start retargeting users on your website you put a piece of code called a re-targeting pixel on a specific part of your web site. As users visit this page, the code sends a tracking cookie to that user’s browser. As they visit other website, the cookie calls up display ads related to an offer or item that they viewed on your website. Google has a nice video description here: A variety of user actions can also be chosen to trigger the remarketing process, whether it’s a specific button or just visiting a particular page. The important thing to remember is that while remarketing will not bring new users to your website, it is still an important part of your online advertising effort. Your best chance for success is using a combination of tools to both bring in traffic and then retarget individuals.

Remarking vs. Retargeting Advertising: What’s The Difference?

Let’s get something straight: the terms “Remarketing” and ‘Retargeting” are essentially interchangeable. While some sources would like to tell you there are notable differences, when it comes down to it they are different titles for the same thing. Google generally refers to this type of advertising as remarketing, and Google’s word is gold.

How to Start your Remarketing Campaign

Strathcom Media offers fully personalized remarketing strategiesfor car dealerships. In our remarketing strategy we target more ‘sales ready’ users that are closer to performing an action on your website (say filling out any sort of form). By targeting users at this point of the buying process you can improve your conversion rates significantly and capture customers who almost have their foot in the door. What we offer:

  • A custom tailored Remarketing Strategy
  • Professional Advertising Design (Flash Ads or Static Images)
  • Monthly Ad Management (update Display Ads to match Dealers Monthly promotions)
  • Budget Management (to maximize traffic to the Site)
  • Lead Tracking

Don’t Frustrate Your Customers!

Remarketing is great, but it can go too far. To keep your customers from showing up on your doorstep with a lynch mob in tow, there are a few things to avoid if you want to keep them happy. Don’t let your ad frequency get out of control. Manage how many times your customers will be exposed to a banner in a 24-hour period. You should maintain a “healthy relationship” with your customers. Don’t let your ads become stalkers, following your customers around the internet wherever they go. It can get creepy. Give users a rest. Anyone can have too much of a good thing. If your customer has already purchased a product from you, give them a break from related ads for similar products and services. While your buyers shouldn’t be forgotten, they shouldn’t feel harassed either. Make it easy to opt out. It should be possible for your users to opt out of a campaign completely. Make an easy one-click solution either right on your ads or on your website.

What We Learned at DealerTalk 2013

DealerTalk 2013
Credit to Grant Cardone for the picture.

DealerTalk was a huge success and we were ecstatic we could help sponsor it. We’d like to give big thanks to Kijiji for making an absolutely fantastic event this year! Everyone who was lucky enough to attend got an inside look at some of the latest automotive internet marketing strategies, and there’s no doubt that this is an exciting time in our industry.

The Four Seasons was an excellent venue and we all enjoyed sumptuous food and a great atmosphere.  Of course, we weren’t there just for the food. We learned some valuable lessons from the leaders in strategic automotive marketing:

1. Retargeting in the Real World

Paul Potratz was our first speaker, and just as promised he gave some valuable insights on how effective retargeting can bring back potential customers, and we learned some creative methods of targeting different types of online customers.

2. Social Media Clinic

Scott Monty set the record straight in his social media discussion, where we looked at some great examples of successful social media campaigns in the industry. He showed us examples of several creative Ford campaigns that had the analytics to back up their success. You can check out Scott Monty’s blog [http://www.scottmonty.com/] to see his social media insights for yourself.

3. Break Time

Jay Onrait from TSN was our lunch time guest, and he was absolutely hilarious. The two things we took away from it are that you have to be yourself, and that O’Toole doesn’t take road trips.

4. Dominating Your Market

The third speaker was Grant Cardone, a very engaging and energetic speaker in person. His message was to pull out of obscurity and dominate your market. Don’t try to compete, he says. Rather, dominate the market. And that doesn’t mean trying to provide the lowest price (a big mistake). Even if you’re successful in your market, you should be focusing on how to keep your customer’s interest.

5. Empower Your People

Our fourth speaker was John Edeleman who runs an extremely successful non-franchised dealership by his own rules. John empowers his people his customers and his community and has had tremendous success doing so.

We will be sharing these valuable lessons in the coming year with our clients. We were so happy we could sponsor such a fabulous event and we look forward to joining you next year to keep up with automotive dealership trends at DealerTalk 2014!

Google Retargeting for Car Dealers

We get alot of questions about Google retargeting and how our dealers can best leverage it.  This post is a quick primer on how Google Retargeting works, and how it can benefit your car dealership.

How Google Retargeting Works

Google retargeting uses a some custom code on your website to collect visitors in to audiences.  Audiences can be defined in almost any way you can setup your dealer website.  You could have the audience collection script only on New Vehicles if you wanted to retarget new buyers, or used vehicles, parts and services visitors, basically any area/page of your website can have it’s own audience collection.  You can even collect multiple audiences on the same site (Different audiences for New and for Used Cars).

These audiences are persistent, as it works by dropping a cookie on their computer, so Google can remember they belong to your selected audience.

After your audience size reaches a reasonable size, you develop display ads (Graphic ads or Flash ads) specific to the type of audience you collected.  If you setup retargeting to collect used car customers, then you want to show them used car ads.

Now that you have an audience and an ad, as your customer browses around the internet, anytime they are served a google display ad (These are everywhere on the internet, Kijiji, TSN, The Edmonton Sun, you name it, it is probably run by Google Display), they see the ad you created for that audience.

Google retargeting is really just persistent advertising for your customers who have been to your site.  You can control how long they see your ads, how often they see them, and the content of them.  It is a pretty powerful tool for direct advertising to customers who have shown an interest in your product.

Retargeting for Car Dealers

As I mentioned above, you can tailor make your audiences to your departments, which is fairly straightforward, but how can you really drive a customer back to your site to complete a conversion, or better yet, a sale?  A few ideas:

  • Model Specific Audience Collection.  This is alot more involved, but you could tag every <insert your dealer badge here> on your dealer site, new and used and retarget customers with a discount on your on make vehicles.
  • Body Type Specific Audience Collection.  Also fairly involved but extremely powerful.  If your market is bent towards a certain type of vehicle (Alberta = Trucks), you could tag all your New and Used Trucks and serve ads regarding the benefits of buying a new truck from your dealership.
  • Service Customers.  You could tag customers who Submit a service lead, and offer them upsell work between their conversion and their appointment.  Maybe with them having seen 25 flush ads after they already have an appointment, they will be more receptive to the Transmission flush you offer them when they come in.

The possibilites are endless, and like everything, a great retargeting strategy comes down to time, money, and effort.  Don’t get started with retargeting if you are not going to properly manage every part of your campaign or don’t have the resources to handle the different aspects of ad creation, audience collection, and so on.  You will literally be throwing money away.